Our look at the most - and least - engaging social media

Saucony, a running shoe company, launched eye-catching social media work alongside its first TV campaign. The digital elements of the "Find Your Strong" effort encourages runners to create T-shirts with the personal reasons that they run printed on them, as well as to share their motivations through Facebook and Twitter and view the campaign's TV ads. It worked with Mechanica on the overall initiative, and launched the "Strong" microsite with digital firm Beam Interactive. The campaign also included print and in-store.

Samsung launched its "Coast to Coast Photo Post" social media campaign to promote the SH100 digital camera's ability to instantly upload photos to the Web. The campaign included a tour of 25 cities, starting in Los Angeles and ending in New York, and the donation of a camera to a "social influencer" every day. Those individuals then posted photos of their cities on Facebook, YouTube and Picasa. However, it only attracted 105 Twitter followers during its opening week.

Fox Home Entertainment debuted a microsite with exclusive video content to celebrate the complete Star Wars saga coming to Blu-ray. Consumers could share videos via Facebook, Twitter and YouTube, with the site tracking shares by country. However, in its first five days, the site logged just over 15,000 shares worldwide — likely fewer than the number of browsers crashed by its Flash-heavy content. Die-hard Star Wars fans may have loved the microsite, but like the series' prequels, it failed to gain the mass following of the original films.

The Coca-Cola Co. celebrated its 125th anniversary with a TV campaign, social media presence, microsite and a new 1.25- liter bottle size. The microsite featured a live-streaming concert event with performances by Kelly Clarkson and Ne-Yo, attended by company employees and their families. Coca-Cola deserves credit for rewarding fans with a concert, but it doesn't compare to Pepsi donating millions of dollars to social initiatives designed by consumers.